As a B2B company develops its digital Marketing strategy, there comes a point where they will need to adopt a Marketing Automation Platform. Today, there are many leading options for the same including Pardot, Marketo, Hubspot, Act-On and Oracle Eloqua. While most of these will manage your marketing tasks adequately, the coming times will require a full-fledged integration throughout your organization.

Over the years, the one member of an organizational family, which has not been the first-level citizen of marketing automation, is the website content management system. Most companies forget that the website is their face to largest portion of the world- their greatest marketing tool that works relentlessly to voice the brand’s journey and to create leads. How do you integrate your website, which might previously have been an isolated entity, into the marketing platform? Say ‘Hi!’ to Drupal, the website development space that can smoothly integrate with Marketo, the leading marketing automation platform. In this article, we will discuss how you can bring together Drupal and Marketo to fuel a high-capacity marketing engine for your company.

In Drupal, you will find a Marketo integration that allows easy communication between the two. Such integration is ideal for those who intend to measure the efficiency of their marketing strategies. Digital marketing can be aced only when there is a continuous dialogue between great content and the perfect tools for sending across this content. Getting a Drupal-Marketo integration will ensure that your brand content and the medium to put them out can interact with each other effectively. Such integration can seem like a complex task. Suyati is layered with expertise in such processes and can walk you through the plan, with marketing and content care customized to your brand’s needs.

Drupal: Content Management System for Digital Experiences

Drupal is a leading Content Management System for developing applications and websites. Owing to its elasticity and integrative features, it is one of the most prominent amongst content management tools like Joomla and WordPress. In Drupal, you can choose the functionalities you want and work on them with your developer to design a website that sync with your marketing needs. Drupal is capable of such dynamism largely due to its open-source structure. With over thousands of hundreds of developers, editors and designers consistently building Drupal, you can expect a synchronous development of your website functionalities.

Common features of Drupal include automatic packaging, high configurability, support for feature-sets (called bundles) and in-built interoperability. The stringent security norms top off the common and new features in Drupal 8. These qualities make Drupal one of the best CMS choices for organizations. Not to forget, it is free-of-cost and will always remain- meaning that any costs linked to Drupal will be included towards customization without any associated software payments.

Marketo: Digital Marketing Solutions’ Provider

Marketo is a one-stop solution tool for marketing teams to consistently target, quantitatively evaluate and manage marketing campaigns. It shares space with other systems like Eloqua, HubSpot, Act-On and Pardot.

Through Marketo, you can regulate social, email, digital and mobile ads along with functionalities of predictive analytics. The range of features labeled ‘solutions’ available on Marketo include email marketing, customer base marketing, lead management, consumer marketing and mobile marketing.

Named the “Marketing Nation”, Marketo is home to a customer community numbering beyond 50,000. Here, participants can share marketing ideas and practices, are certified and form local/virtual user-groups.

Apart from being a service-offering platform, Marketo is also a learning space where resources (like demos, checklists, events, guides, webinars and blogs) are posted. Customers are motivated to use the resources for perfecting their content and strategy. Lastly, the no-nonsense set-up process of Marketo is attractive to marketers, combined with the free integration-training options.

Integration of Marketo and Drupal

On your Drupal interface, add the Marketo MA module to your website. The Marketo MA module will add in Marketo marketing automation tracking ability to the website. Some of the features of Marketo MA module are adding of Munchkin tracking code to pages, capturing of lead data (through SOAP APIs or Munchkin), Webform integration, rules integration and Drush support.

After adding the module to your website, enable it and activate Marketo by use of your account ID key. When you add a form to the website, you can see the data moving from your website to Marketo.

With the need for full-fledged integration taking over, it is high time to meet the centralized marketing system! Leave your comments.

To know more about Suyati’s expertise in Drupal CMS and marketing automation, please write to [email protected].